试论新媒体营销在快速消费品模式中的运用

发布时间：2018-11-25 20:45

【摘要】：新媒体技术的变革引发了新媒体营销的变革,媒介生态环境和消费者媒介接触习惯也因此而发生变化。旧的营销和公关规则已经不能适应新媒体时代的要求,营销者必须主动适应新环境,调整营销思路:传统媒体的营销模式将仍然存在,但新媒体营销模式将是未来营销的关键。快速消费品周转周期短,入市场的通路短而宽,市场生动化,属于冲动购买产品。这些特性都决定了快速消费品的营销充满了挑战。个性化和互动性成为新媒体营销最抢眼的标签。快速消费品行业在进入新媒体营销时代后,面临的是更加复杂多变的营销环境。快速消费品营销者将有更多的通道与消费者进行直接沟通,同时,消费者的精力也被多姿多彩的新媒体营销模式消耗为碎片化。因此,快速消费品营销者必须积极适应营销环境的变化,从目标消费者的视角出发,灵活运用了微信公众号营销、线上投票、连载视频短片、社交网络互动等多种新媒体沟通手段,整合资源平台,突破传统媒体营销的区域限制、时间限制、改变传统售买关系,增强快速消费品销售者与购买者之间的联系。以内容构建品牌形象,以内容吸引消费者,从而达到带动销售、促进品牌传播的目的。在未来,快速消费品的整合营销传播将会有区域化、互动化、交互化、移动化、精准化的趋势。快速消费品企业需要在新媒体环境下重新思考品牌的传播路径,运用多样化的新媒体营销模式,推广品牌,赢得消费者。快速消费品营销者应该将网络媒体营销、移动媒体营销、互动性电视营销和新型媒体营销等营销手段进行整合,实现营销传播效果最大化。
[Abstract]:The change of new media technology leads to the change of new media marketing, and the media ecological environment and consumer media contact habits also change. The old marketing and public relations rules can no longer adapt to the requirements of the new media era. Marketers must actively adapt to the new environment and adjust their marketing thinking: the traditional media marketing model will still exist, but the new media marketing model will be the key to the future marketing. Fast-moving consumer goods turnover cycle is short, access to the market is short and wide, the market is lively, belongs to impulse purchase products. These characteristics determine that the marketing of fast moving consumer goods is full of challenges. Personalization and interactivity become the most eye-catching label of new media marketing. After entering the new media marketing era, fast-moving consumer goods industry is facing a more complex and changeable marketing environment. There will be more channels for FMCG marketers to communicate directly with consumers, and at the same time, consumers' energy will be consumed into fragmentation by the colorful new media marketing model. Therefore, FMCG marketers must actively adapt to the changes in the marketing environment, from the perspective of targeted consumers, flexible use of WeChat public number marketing, online voting, serial video clips, Social network interaction and other new media communication means, integrate resource platform, break through the regional restrictions of traditional media marketing, time constraints, change the traditional relationship between sales and purchase, and strengthen the relationship between fast moving consumer goods sellers and buyers. Build brand image by content, attract consumers by content, and achieve the purpose of promoting sales and brand communication. In the future, FMCG integrated marketing communication will have regional, interactive, mobile, precision trends. FMCG enterprises need to rethink the brand communication path under the new media environment, use the diversified new media marketing mode, promote the brand and win the consumers. Fast moving consumer goods marketers should integrate network media marketing, mobile media marketing, interactive TV marketing and new media marketing to maximize the effect of marketing communication.
【学位授予单位】：南京艺术学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;G206

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